To use this tool, enter your blog’s URL, and click the “Analyze” button.

The report takes just a minute or two to generate—you’ll see a progress bar, telling you where the analysis is at.

When the report is complete, click “Content Marketing.”

The content marketing report shows you the social share counts across your whole website.

Here’s a summary of the social shares on my blog:

The “page shares per network” statistic tells you which individual pages were shared and the number of shares each page received:

You can also see the number of shares each page received according to the social network:

Using this tool allows you to get a very real sense of whether or not your readers are digging your content.

Look, if people are not sharing your content, they probably aren’t too impressed with it.

But let’s be realistic. If your traffic is low, your shares will be low too. No one is going to share your content if no one is seeing it to begin with.

Don’t beat yourself up over your low share counts unless you have really high traffic combined with low share counts.

There are usually several reasons why social sharing fluctuates and/or nosedives. Even a content marketing juggernaut such as Buffer admitted, “We’ve lost nearly half our social referral traffic in the last year.”

They even showed their numbers to prove it:

Kevan Lee, Buffer’s content creator, tried to come up with a few reasons why it happened.

Here are his maybes:

Maybe we need to hire a full-time social media manager to really devote some time and energy to doing great work on social media.

So, while low share counts can be an indication of boring content, they are not the only measuring stick.

You have low Twitter engagement

Although it’s not always easy to determine what your exact engagement level is on all social media platforms, Twitter makes it incredibly transparent.

Twitter Analytics makes it super easy to get a feel for your engagement levels on its platform.

Here’s what I do.

I compare the number of impressions my content has received with the number of engagements, which includes retweets, favorites, link clicks, and so on.

Take a look at an example of this in Twitter Analytics.

A 28-day summary of this particular Twitter account shows that the number of tweets is down, impressions are down, profile visits are down, mentions are down, and followers are up.

This kind of data shows an overall decline in Twitter engagement, which suggests that the level of content being published on the account is less than exciting.

Obviously, that’s not the whole story, but it provides a fairly clear snapshot of how my Twitter audience is responding to the content I post on Twitter.

Twitter Analytics is helpful in that it provides month-by-month accounting for your Twitter engagement levels. You can instantly find out:

Your top tweet.

The number of impressions your top tweet earned.

Your top mention.

The number of engagements your top mention earned.

Your number of tweets.

Your total number of tweet impressions.

Your profile visits.

Your new followers.

Your mentions.

Your top follower.

The follower count of your top follower.

Your top media tweet.

The total number of impressions earned by your top media tweet.

In addition, using Twitter Analytics, you’ll get a sharper perspective of who’s engaging with you. My Twitter followers, for example, are interested in marketing and 61% male. There’s plenty of juicy information here:

How does this data help me?

I can understand how, why, and by whom my Twitter content is being shared.

I can understand the demographics of my audience.

I can retool my content to sustain higher interest.

In other words, all this data is serving a point: it helps me create more engaging content!

Your unfollow rate is climbing

Are your social media followers unfollowing left and right?

Is your audience shrinking rather than growing with each update?

This is obviously a sign that something is wrong.

Many social media users are particular about what pops up in their feeds, and they’re simply not going to keep following an account that’s not revving their engines.

There are a variety of free tools that show you who’s following and unfollowing you on various social media platforms.

A platform like Unfollowerstats gives you detailed reports on who’s following, unfollowing, etc., on Twitter.

Conclusion

But what do you do if your content just isn’t exciting? How do you fix this problem before it gets out of control?

I recently contributed a post to the Content Marketing Institute that offers some ideas on what you can do when your content is boring. This will provide you with some specific techniques for remedying the situation and spicing things up.

Remember, data is your friend. You can get a clear perspective of what’s happening and ways to fix it by constantly looking at your data, running your numbers, poring over the metrics, and staying on top of things.

You’ve probably faced this before. I know I have. You’ve run out of ideas. Maybe you’ve been blogging along for, I don’t know, maybe three or four years. Maybe it’s only three or four months. Read more…

A few years back when I first started NeilPatel.com, I spent $66,372.09 on paid advertising through LinkedIn, Google AdWords, Retargeter, Perfect Audience, and StumbleUpon ads. You might say that’s a lot of money. It was. Read more…